Bridging the online and offline world in the retail industry

By Guest on 08 May 2014
Bridging the online and offline world in the retail industry

This article was first published in the Summer 2014 issue of Speak

Interaction and omni-channel solutions were at the heart of Scala’s booth at Integrated Systems Europe 2014. One of the main attractions at the stand was ‘Interactive City’, which allowed visitors to fly through a virtual city, exploring several digital signage solutions per industry. Visitors could take a virtual flight into retail, corporate communications, banking and quick-service restaurant settings.

Then, on a dedicated retail area on the stand, Scala demonstrated a solution using beacons that can send customers personalised notifications about items near them or on sale in the store, or products of particular interest. Customers could also connect their phone to one of the playback screens in the store. Also in this area, Scala’s ‘Lift’ technology was being used with a range of whisky bottles, displaying relevant information on a screen whenever one of the products is lifted from its spot on the store shelf. This technology has been deployed at a Tesco off license in Dublin, Ireland.

To complete this futuristic view of the retail experience, Scala demoed its electronic shelf displays. This solution allows store owners to adjust pricing per store-shelf location instantly, with only one click, across many different locations.

Then Scala’s Connected Coffee Bar allowed customers to order through a self-service kiosk without remembering the ticket number. A picture is taken when ordering and, once the coffee, is ready the picture will show on a screen.

Attendees could also see how the Scala Advanced Analytics solution can help transform POS data into actionable insights for maximised sales and operational efficiency. On the stand, it analysed up-to-the-second transactional data from the Connected Coffee Bar.

Elsewhere, a dedicated wall displayed an in-store Scala social media solution. Customers of a large travel agency chain posted their holiday Instagram pictures, Tweets and Facebook messages. These were displayed on screens inside the travel agency’s stores, combined with content showcasing holiday destinations.

Under the theme of impactful assistive selling, Scala was showing how its Fling solution allows store associates to ‘throw’ product film clips from a catalogue of holiday destination clips on a tablet to a large playback screen with the flick of a finger.

Scala was also showcasing how, using a NFC-enabled device, customers can determine what is displayed on an array of MicroTiles to find more information about services they are interested in. 

Attendees could also test the Scala Gesture Control solution, which uses hand gestures to provide a futuristic shopping experience. Customers could interact with digital displays featuring their favourite products by simply moving their hands in front of a camera.

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